BellSouth Mobility

Before there was “gsm” around the world, there were “mobile phones”. And before that, in the USA, they were called “cell phones” because the voice-only service relied on ancient analog cellular towers dotting the landscape to carry the call. Our job was to help the brand become healthier by shedding the notion of its “cellular” identity, and replacing it with idea of freedom, as mobility implied. Decades later, this brand has been swallowed up into the conglomerate now known as AT&T Mobility.